Online Multi Media Research
emerging product category study points the way for marketers
A conglomerate of digital communications companies funded development of a new company and brand they believed would emerge at the forefront of the digital shopping era. The emerging category currently had only two competitors but both were funded by leading companies with successful product suites in adjacent categories.
ConsumerDNA conducted a series of “category studies” designed in modern fashion – as a path to purchase framework from time of information gathering, assessing options through to purchase and usage. The online methodology supported showing video of ads and product concepts as well as showing new logo options.
The results of these studies provided the basis for a consumer needs driven marketing strategy from further definition of the opportunity, to product development and branding strategy to media selection and communications.